U.S. beauty device market gears up

By Antoinette Alexander

Beauty mavens are loving their beauty devices. As untapped potential exists in Asian and European beauty devices markets, the United States has retained its global market share lead with strong double-digit growth in 2012, according to recent research.

Consulting and research firm Kline Group stated earlier this year that the U.S. beauty device market grew nearly 20% in 2012, driven by both new product launches from existing marketers and new players.

"Convenience and a certain economic rationalism are motivating consumers to bring home the beauty experience traditionally provided by aestheticians or physicians," stated Karen Doskow, Kline's Consumer Products practice industry manager. "It's a large and growing phenomenon, with at-home beauty devices offering multiple benefits [being] a notable driving force." Presently, there are few truly multifunctional devices on the market, but as is already the case in Asian markets, these will become the norm rather than the exception."

Kline noted that market growth is being fueled by new product launches from such companies as Tria Beauty, Nu Face and BelleCore, in addition to new players like University Medical, with its anti-aging WrinkleMD Eye entering the fray. And Clarisonic continues to deliver high sales growth under its new parent company L'Oréal.

Tria Beauty, a maker of light-based skin care products, recently announced that Ulta is featuring its Tria Hair Removal Laser 4X, the Tria Skin Perfecting Blue Light for acne and a line of topical skin care products on Ulta.com. The Tria Laser 4X and SmoothStart Calming Gel launched in 25 Ulta doors in mid-April.

In March, Tria Beauty announced a similar retail partnership with Sephora.